A million books have been written about effective sales
techniques. So why should you be sold on reading If You're
Not Out Selling, You're Being Outsold (John Wiley &
Sons) by Michael St. Lawrence and Steve Johnson? The answer has
propelled it onto the bestseller lists. St. Lawrence and Johnson
run Outsell, a Manhattan Beach, California, sales training and
consulting firm, and they draw on 23 years of combined experience
on the front lines--and the wisdom of those they know who are at
the top of their sales games.

In the book, St. Lawrence and Johnson discuss the fundamental
business skills, persuasion techniques, living habits and
personality traits that underlie success and with which you'll
inevitably boost your company's sales. "There is a
tremendous tendency today to seek out new ideas, new approaches and
new strategies at such a dizzying pace that we deprive ourselves of
the opportunity to master the essential attitudes and skills that
can transform our results," say the authors.

This is one of those rare books you'll not only want to
underline passages in and keep within reach, but whose suggestions
you can implement with minimum angst. We spoke with St. Lawrence
and Johnson recently to learn more about their ideas.

Entrepreneur: Where should business owners start when
trying to improve sales?

Steve Johnson: You have to be smarter and know your field
better than anyone else around you. When you play at a higher
level, opportunities begin to open up. We've found that most
people put very little time into consciously improving themselves
at every level.

Entrepreneur: You say the first step in becoming
successful is to know yourself, but can you really be objective
about yourself?

Michael St. Lawrence: By working on yourself physically,
mentally and spiritually, you can create a higher sense of
objectivity. The stronger you are, the greater your vitality and
the more clearly you'll be able to see opportunities for your
business.

One thing that contributes to objectivity is being a good
listener, learning how others think and feel. You also need some
time by yourself each day to think about things quietly. I
meditate, and Steve does it when he exercises in the morning.

Entrepreneur: How can we increase our energy levels?

Johnson: Sales takes a lot of energy, so this gets to the
core of the matter. [Running a business] wears people out, so
they're mainly interested in tension relief at the end of the
day. But they need those off-hours to build a better person. The
average American adult watches more than three hours of television
daily, and even college graduates, on average, don't read one
book a year. That makes for a boring life, and if you aren't
excited about life, you'll lack the mental vitality you need to
succeed.

Your energy will improve if you eat a balanced diet, drink a lot
of water, cut down on sugars and coffee, and keep alcohol intake
down. You also have to increase your physical fitness. Too many
salespeople aren't disciplined about it--and bad habits catch
up with you.

St. Lawrence: You have to learn to master things to
become enthusiastic. Whether it's in your business or your
personal life, you can't get discouraged; you have to stick
with it. Once you get good at something, it becomes not work but
play.

Entrepreneur: How can business owners overcome their
perpetual lack of time in order to drum up sales for their
businesses?

Johnson: A lack of time often indicates that you need to
improve your skills. The less competent you are, the more time it
takes to do tasks right. You also have to prioritize; try to do
less but at a higher level. Don't put things off unless you
calendar them and follow through; otherwise, things build up and
become overwhelming.

Entrepreneur: When sales are down, stress and pressure
rise. How can entrepreneurs avoid succumbing to these negative
forces?

Johnson: You have to see these as opportunities to
upgrade your abilities. When you're involved in fire prevention
instead of firefighting, there's less stress. Implement a
self-renewal program, and you'll be able to handle more
pressure.

St. Lawrence: The people who deal with stress best are
those who confront issues. Leaving things unresolved creates
unnecessary anxiety.

Entrepreneur: How can we change our attitude toward
problems?

Johnson: These are also chances to build a better self.
Challenges build character, which is really the biggest payoff.
People who can deal with problems move up to even bigger
[challenges]--and bigger profits.

St. Lawrence: Write down your vision of what you want to
achieve over the next few years. The minute you lose sight of the
big picture, you start avoiding the difficult tasks.

Entrepreneur: One of the basic skills business owners
need to have in order to create sales is the ability to communicate
well. How can they achieve that?

St. Lawrence: The first thing you need is a command of
the language. As America becomes more diverse, this is especially
crucial. Everyone can benefit from building their vocabulary.

The second foundation is to read great novels and literature by
the great thinkers so you're exposed to bigger and better
ideas. If you need technical help, take a communications or acting
class; do anything that forces you to express yourself more freely.
You have to learn how to tell stories--look up quotes; write down
some good jokes.

You also need to get down a two-minute summary of what your
business is, what makes your company special and why customers
should use your product or service. It should ring with the tone of
a Shakespearean monologue! It should be clear, vivid, alive,
sparkling and compelling.

Too many salespeople don't work hard at being good
communicators because they think they can sell anything to anyone.
Record your phone calls and listen to them; you'll probably be
embarrassed into doing something about your communication
skills.

Johnson: The most difficult part is becoming a good
listener. You have to ask questions that put the other person into
a more animated mode, then restate what you understand [his or her
answer to be], not only so that you're sure you get it, but
also to let the other person know you do. Then you're smarter
about what the person wants. If you just tolerate the other person
talking, waiting to interrupt as soon as you can, then you'll
retain little. Many people who complain of poor memory really are
simply not paying attention.

Entrepreneur: How can salespeople establish rapport with
potential customers without being as insincere as the stereotype
portrays them?

Johnson: Customers can detect your passion and moral
fiber--whether you really care about them or are just out to make a
quick buck. If you have the right character but fumble the
technique, they'll still want to do business with you because
they trust you.

St. Lawrence: In an interview I once read, Mother Teresa,
who [routinely visited] the worst areas in the world, was asked,
"How can you stomach it?" She responded, "I try to
see God in each person." I try to tell myself that every
person I meet has something positive I can learn from. If we can
just stop looking for what's wrong with the person and being so
critical, we can learn to appreciate others.

Entrepreneur: How can business owners inspire their sales
teams?

Johnson: You need to have a clearly articulated vision of
where you're going and what everyone's role is in getting
there. Don't be overly critical. Be truthful, in a constructive
way, with your salespeople. You also have to celebrate their
successes. Some of the most successful companies give their reps
more authority in developing their business and deciding how to
deal with clients. Then customers come to see the person as more of
a problem-solver than a product rep.

Entrepreneur: How can we meet successful people we'd
like to network with as potential coaches or customers?

Johnson: People like to help people by becoming mentors
and sharing their stories. Often, if you just ask them out to
lunch, they'll be happy to share their experiences. Get to know
them beyond the business level, and they may benefit you in other
ways. You may build a bond that leads to business, but be happy
with the payoff that comes from learning something.

St. Lawrence: Often the people you can learn the most
from are right around you. Offer to help others, and you will
attract people who can help you. The most successful people are
givers.